Postcard and bespoke experiential media within UK style bars, reaching socially, entertainment-seeking active 18-35 year olds
Bar Cards: postcard media for young, socially active adults, from postcard racks in 770 of the UK’s most stylish bars. Racks are located in the central bar area and carry brands relevant to the entertainment-seeking crowd. Cards are passed around amongst friends, used as conversation topics, pocketed and taken home after a night out. Bar Experiential: Bespoke media delivered in the right location at the right time, according to the brief. Experiential brings brands to life using a range of activities from sampling, product distribution, demo and promotion
Primary: In-bar media creates positive brand experiences and message delivery amongst socially active young adults when they are relaxed, open-minded and with friends. Secondary: Enabling the target audience to make a personal connection with your brand.
Bar Cards develop ‘warm prospects’. They allow consumers self-select brand messages from the rack. Bar Cards are sought out, browsed and selected whilst young adults are out socialising with friends. Postcards are handed around, discussed and pocketed to be looked at the next day. Bar Experiential brings brands to life amongst the desired audience and environment. The nature of Bar Experiential (such as sampling and interactive media) allows the audience to make a personal brand connection, delivering a positive experiences and the opportunity to try product
Disaronno: To promote Amaretto to an upmarket female audience. Their double postcard carried a coupon to be redeemed in-store for a Disaronno. See case study. Elizabeth Arden: Used Bar Cards and Experiential to launch Curious bY Britney Spears. The objective was to give young women the opportunity to sample the fragrance. Other Clients include: Virgin Records, Levi Strauss, Coca-Cola, TFL, Five, Thomas Burberry, BT, Mercury Records, Unilever, Sony, Warner Music, River Island, Oxfam, easyJet, Mars, Breakthrough for Breast Cancer
Accurately targets well defined audience of socially active, financially liquid, fashion-conscious young adults. Enables the audience to engage with and try a product. Integrates very effectively with Bar Poster and on-trade activity
Provides a take-home reminder of the brand message